Sometimes you need to spell it out. Nowadays people just don’t have time. The savvy traveller has a set of predefined criteria that they’re looking for in a hotel. Why? Well, they want to find out quickly if your hotel meets their needs. So when writing your profile description, why not break it down and explain exactly what you have on offer and what makes you the ideal choice for them.

Here are 4 easy tips to better tell your hotel story and attract more guests.

1. Be concise

People rarely want to read a lot of information. Shy away from writing long descriptions intended for old travel agency brochures. Instead, use easily understood vocabulary, point form lists and spacing between texts when appropriate. This will help travellers understand your hotel information immediately.

But, how can I influence their choice in the booking process?

Make sure your profile distinguishes your hotel by focusing on practical details. Is there Wi-Fi? When is check in? How close to the airport are you? What kind of breakfast is provided? What does it look like?  A combination of great photos and descriptions helps you optimize your profile, attracting more potential guests. Providing clear information specifically gives you a better chance of closing the sale.

Example 1:
The hotel has a wonderful entrance full of beautiful flowers. Upon arrival you will be met by our smiling friendly staff. We suggest arrival for check in after 12 pm so that your rooms may be ready. Reception will happily give you useful tips about visiting the city and – if necessary – they will arrange a late checkout for you.

Example 2:
Check in from 12pm. Check out 10 am with the possibility to request late check out on the day of arrival.

2. Be transparent

The information you share with travellers (prior to visiting) creates expectations. When expectations are too high, you risk disappointing them and, in turn, receiving lack-luster or negative reviews. The solution? Do not exaggerate in the description. Instead, say what you have and what you can offer – nothing more and nothing less.

Example 1:
The hotel has a perfect location in the center of the city. It is within reach of simply the most fantastic beaches of the region, you will love them! There are always parking spaces.

Example 2:
The hotel is 2 min walking distance from the city center. It is 50m from a black sand beach and 70m from a white sand beach. Both beaches have limited free parking.

Honesty is always the best policy.  A clear and concise hotel profile fosters trust and sets you up for success. When in doubt, put yourself in the traveller’s shoes and reread what you’ve written.

3. Be different

Note, travellers make use of the filters on metasearch engines such as trivago in order to find hotels with specific, desirable features. To keep things concise and to avoid repetition in your description, add new information (not already included in the filters) to distinguish yourself.

Example 1:
All bedrooms are equipped with Wi-Fi (*feature in the filter)

Example 2:
All bedrooms are equipped with Apple TV, accessible through the free Wi-Fi.

4. Be cosmopolitan

Last but not least, if your hotel is online it is being viewed by users from all around the world.  Although English is widely used as the international language of travel, providing information in multiple languages helps promote your hotel to a wider market. Further, providing details in a traveller’s language reassures them of what they are purchasing. In fact, customers are four times more likely to make a purchase if you have invested in localising your content.

We advise translating your descriptions into at least five languages and adding them on your profile. Descriptions that are translated through an automatic translator look unprofessional and will not be accepted. Remove the barriers preventing you from enjoying a world of international guests and invest in accurate translations.

Giorgia Valagussa

Giorgia is the Global Social Media Specialist at trivago. Her expertise lay in maximizing revenue through the strategic online marketing of hotel services. In the past, she’s worked with travellers directly and on the e-commerce side of the biz. Nowadays, Giorgia develops the concepts and content for trivago’s social media channels, sharing her wealth of e-marketing knowledge with hoteliers, tweet by tweet.

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